Apple on Wednesday announced its upcoming Worldwide Developers Conference, which is expected to play host to our first look at iOS 7 and OS X 10.9. With the announcement came the unveiling of a brand new logo, and, in typical Apple fan fashion, we've taken a closer look at the logo and its design to speculate over possible clues hidden within it.
Apple is known for its cryptic event invitations, in which the company has previously hidden hints about what to expect during big keynotes. Last year, Apple launched its Retina MacBook Pro at its WWDC keynote, and also showed off iOS 6 and OS X Mountain Lion previews, so Apple watchers are eagerly anticipating this year's event to find out what's in store next.
We won't find out for sure until the event kicks off on 10 June, although Apple has confirmed that we'll be treated to an "in-depth" look at the future of iOS and OS X, but for now, we can puzzle over the WWDC 2013 logo in an attempt to uncover some clues.
Apple's WWDC 2013 logo design differs quite dramatically from previous years. First up, Apple has ditched the Apple logo, which featured in the logos for its previous two WWDC events. Additionally, Apple has used a new typeface, which looks cleaner and more modern than the Myriad font used by the company in the past.
It's been suggested that this new typeface signals the start of a "flatter design" for iOS and OS X, which is expected to be introduced under the leadership of Apple design guru Jony Ive. Ive took on software design responsibilities, in addition to his roll as head of hardware design, following an executive shakeup at Apple in October. It's thought that Ive intends to remove skeuomorphic design aspects from Apple's operating systems in favour of a more minimalist look.
Above: 2012's WWDC logo
This year, Apple has gone for Roman numerals to detail the date (MMXIII is the roman numeral for 2013). It's an unusual move for the company, and does remind us of Samsung's use of roman numerals for its Samsung Galaxy S smartphones.
The Roman numerals are depicted as a sort of reflection of WWDC, which some here in the Macworld UK office have suggested could relate to similarities between iOS and OS X, or perhaps improved AirPlay mirroring functionality.
Several of our Twitter followers think that the Roman numerals could hint at an iWatch, which has been circling the rumour mills for a while now, following reports that Apple has a team of 100 designers working on such device. SEE: iWatch release date, rumours and leaked images
While we'd love to see Apple launch an iWatch in June, Apple CEO Tim Cook's comments that the company is working on "amazing" new products in "exciting" new categories ready for release in Autumn and throughout 2014 suggest that we won't be seeing a venture into a new market from Apple until later this year, at the earliest.
Aside from the typography, the shape of Apple's WWDC 2013 logo is also interesting.
The shape of the logo is familiar, with the rounded square resembling iOS icons. We already know that iOS 7 is likely to make an appearance at WWDC this year, so this could be an indication that we'll be seeing some new iOS functionality.
It's expected that iOS 7 could see a complete user interface redesign, and reports have suggested that Apple may also launch a 'killer app' in the form of an 'iRadio' music streaming service, or perhaps a mobile payment system with the iOS update.
The shape is also shared by the Mac mini and Apple TV, so we could be in for an update of one or both of those Apple products.
When it comes to the variety of colours shown in the logo, it's been suggested that this could be a hint at the introduction of new colour options for the next-generation iPhone, dubbed iPhone 5S or iPhone 6. The colours shown in the logo are various shades of green, orange, blue, yellow, purple and red.
Earlier this year, Topeka Capital analyst Brian White wrote in a research note that "checks are pointing to more choices on the way with the next iPhone," including more colour options. "By providing customers with greater choices with the same high quality and performance of the iPhone, be believe Apple has the potential to further expand its market share in the rapidly expanding smartphone world," he said.
The latest generation of iPod touch introduced several new colours for the first time, expanding on the black and white versions previously offered, so Apple could extend these colour choices to its other products, including the iPhone, iPad, and iPad mini.
Of course, there is always the possibility that Apple isn't hiding any clues in its WWDC 2013 logo at all, but it wouldn't be anywhere near as much fun if we thought about it that way, would it?
What do you think about Apple's WWDC 2013 logo. Have we missed anything? Let us know in the comments section below or on Twitter.
The tickets for WWDC went on sale yesterday, but sold out within two minutes. Some developers who were unsuccessful in purchasing a ticket (which will cost you £1,050) have reported that they've been contacted by Apple with the offer of a second chance to get their hands on one.